Decorated US skier Mikaela Shiffrin is investing in the NWSL, backing 2026 expansion side Denver, the club announced on Tuesday.
Hailing from Vail, Colorado, the all-time winningest World Cup alpine skier is bringing her championship ways — which includes two Olympic gold medals, eight World Championships, and 101 World Cup victories — to her home soccer team.
"I'm beyond thrilled to join the ownership group of Denver NWSL and support something so meaningful in the community I call home," Shiffrin said in a club statement.
"The sport culture in Colorado is rich and deep, and — most notably — the growth of women's sports is one of the most exciting movements in our culture today," she continued. "To be part of it, and to help bring professional women's soccer to Colorado, is not only an incredible investment opportunity — but it is both an honor and a joy."
The 30-year-old is just the latest prominent women's sports athlete to buy into the NWSL, with the league seeing club valuations rise and further expansion on the horizon.
"Mikaela's commitment to excellence, her global impact, and her deep Colorado roots make her a perfect addition to our ownership group," said Denver NWSL controlling owner Rob Cohen. "We're building a club with purpose, and having Mikaela's vision and voice in that journey will be invaluable."
NWSL teams continue to attract big-name investors, with a few new ownership shake-ups making headlines in recent weeks.
Former USWNT World Cup champion and two-time Olympic gold medalist Lauren Holiday and her husband, two-time NBA champ Jrue Holiday, bought into the North Carolina Courage this week, becoming NWSL investors via the couple's Holiday Family Trust.
Retiring from pro soccer in 2015, Holiday will be an active owner with the Courage, serving as an advisor, ambassador, and consultant on the operations side.
"I'm an investor in North Carolina, but I think I have invaluable insight being as I was part of the league when it was in its inaugural season," the two-time NWSL champion and 2013 league MVP told ESPN.
NWSL draws more investors as league grows
As club valuations skyrocket, money has flowed into the NWSL through high-profile investments — and even outright sales.
Earlier this month, former Utah Jazz owners the Miller family purchased the Utah Royals, as well as MLS club Real Salt Lake, from short-term owner David Blitzer in a deal weighing in at a reported $600 million.
Last September, Angel City sold for a record $250 million, while the expansion fee for Denver's incoming NWSL team reportedly tops $110 million.
With further expansion looming and NWSL commissioner Jessica Berman recently saying she sees the league growing to as many as 32 teams, expect transactions to keep building as more investors look to buy into the game.
Incoming NWSL expansion team Denver announced more infrastructure news on Thursday, naming the squad's first-ever employee in decorated sports executive Jen Millet, who will serve as club president.
"Jen stood out amongst an extensive list of qualified candidates," said controlling owner Rob Cohen in a club statement. "Jen’s understanding of soccer, building world-class brands, ability to engage the community, and passion for creating a culture of excellence made her the ideal fit to run our club."
Previously, Millet served as the chief operating officer for 2024 expansion team Bay FC, a club she led to the league's top in merchandise sales and top-three in ticketing revenue in the franchise's inaugural season.
The Denver post, in which Millet will lead all of the club's business operations, will return Millet to her hometown as she takes on another NWSL launch.
"People might say I'm crazy to do back-to-back builds," Millet told The Athletic. "But I actually love this kind of work, and so I'm excited to get going."
With a new dedicated stadium and training facility in the works, plus record season ticket sales and, now, NWSL-savvy leadership, Denver looks prepared to hit the ground running as the league's 16th team in 2026.
NWSL commissioner Jessica Berman voiced confidence in the league's ability to execute "ambitious plans" regarding expansion at last week's SheBelieves Summit, telling the crowd that growing to as many as 32 teams is not out of the question.
"Our board believes that we can be the size of the [32-team] NFL," she explained. "There is nothing that stands in the way of us doing that, other than having access to top talent."
"There’s certainly not a problem with the supply, given the size of our country and the level of talent that exists," Berman continued. "We just need to figure out how to develop [those athletes] strategically and intentionally."
Expansion takes backseat as NWSL focuses on 2026 scheduling
With the NWSL's current 14-team field welcoming expansion clubs in Boston and Denver in 2026, the league is still a long ways off from its potential long-term goal of exceeding 30 squads.
Following her remarks at the SheBelieves Summit, Berman told ESPN that while the league is not currently in an expansion round, she is continuing to conduct conversations with interested ownership groups.
Prior to seriously considering continued expansion, however, the league must first contend with some scheduling hurdles affecting the 2026 NWSL season.
Berman noted that while the NWSL expects to play throughout next year’s US-based men’s World Cup, certain anticipated venue conflicts will require creative solutions to do so, with the commissioner noting that "everything’s on the table" when it comes to addressing the overlaps.
Less than two months after winning the bid to become the 16th NWSL team, 2026 expansion franchise Denver has already sold over 10,000 season ticket deposits, setting a new league record.
This week's sales record comes after Denver became the fastest expansion franchise in NWSL history to surpass 5,000 season ticket deposits, with 5,280 snapped up in the first three days following the league awarding a team to the Mile High City.
"This milestone showcases that our community is passionate about women’s professional soccer and what we are building in Denver and across the front range," said the club's controlling owner Rob Cohen in a statement on Monday.
Denver continues plans for top-tier facilities
The incoming NWSL club has been busy outside the box office, too, as Denver dropped plans for a new 14,500-seat, purpose-built stadium last month.
With the team's permanent competition digs aiming to open for the 2028 season, the club is also constructing both a purpose-built, 12,000-seat temporary stadium for the squad's 2026 and 2027 season.
That stadium, as well as the team's permanent state-of-the-art training and performance facility, will be located approximately 14 miles southeast of Denver in nearby Centennial, Colorado.
"There is still a great deal of work to be done," said Cohen. "We are excited to continue collaborating with our community to create a club that is representative and inclusive of all of Colorado."
How to secure NWSL Denver season tickets
With inventory flying off of Denver's proverbial shelves, those interested in snagging season tickets to the NWSL's 16th franchise can do so by submitting a deposit online.
The 16th NWSL team in Denver will kick off its 2028 season in a home of its own design, with the incoming expansion club announcing plans for a new 14,500-seat, purpose-built stadium on Tuesday.
"This will be the largest overall investment in a women’s professional sports team in history," said controlling owner Rob Cohen in a team release. "It will provide our club, our fans, our partners, and our community with a state-of-the-art stadium that will provide us a distinct home-field advantage and will serve as the most inclusive environment in all of Colorado."
The team — set to debut in 2026 — will play its first two seasons in a temporary venue while the new stadium remains under construction.
Positioned inside Denver city limits at Santa Fe Yards, the stadium complex will include a 3.5-acre park and mixed-use development, all accessible via the Broadway Light Rail station.
The blueprints also incorporate the ability to expand beyond the stadium’s initial 14,500 seats, with the team interested in eventually extending the capacity closer to 20,000 fans.
"This announcement is a game-changer for the NWSL and a bold statement about where women’s sports are headed," said league commissioner Jessica Berman. "Santa Fe Yards will set a new standard for what professional athletes deserve.
"Denver is helping to shape the future of women’s soccer, and we can’t wait to see the impact this world-class venue will have on players, fans, and the community."
Denver joins other NWSL clubs pursuing custom stadiums
Denver’s stadium project follows in the footsteps of Kansas City’s first-ever purpose-built NWSL stadium, which opened its doors alongside the Current's 2024 NWSL season opener.
Meanwhile, fellow 2026 expansion side Boston is in a stadium race of their own, with the club currently in an ongoing struggle to redevelop White Stadium using both public and private funds.
Boston is currently defending the redevelopment in court, as both local political tensions and renovation costs continue to rise.
While Denver has yet to confirm its funding sources, Cohen told ESPN that "it is the ownership group’s intent that we will pay for and build the stadium."
Soccer-specific stadiums in the US come at a premium, but Denver’s immediate large-scale investment showcases just how far prospective teams are willing to go for a seat at the NWSL table.
The NWSL officially sealed the deal with Denver early Thursday, granting the league's 16th expansion team to the Mile High City for a planned 2026 debut.
To welcome the city's first-ever major league women's team, NWSL Denver is finalizing plans for a new purpose-built stadium and dedicated performance facility designed specifically for women athletes.
Controlled by Denver Sports Commission founder Rob Cohen, the ownership group behind Denver's $110 million expansion fee — the largest in US women's sports history — includes prominent Vail snow sports advocates the Borgen family as well as David and Molly Coors of brewing giant Molson Coors.
"As the NWSL continues its rapid growth, we knew it was critical to launch our 16th team in a city with a passionate sports culture and vibrant fan base," said NWSL commissioner Jessica Berman in a league statement. "With this ownership group's vision and dedication, we are confident that Denver NWSL will set new standards for excellence on and off the pitch."
NWSL stars double down
Existing NWSL teams also flexed their investment prowess this week, with multiple top athletes signing contract extensions across the league on Wednesday.
KC Current striker Temwa Chawinga, who record-breaking 2024 debut spanned 20 goals, the 2024 Golden Boot, and the NWSL MVP award, inked a deal that will keep her in Kansas City for the next three years.
"This year, we hope to bring the trophy home for the fans, for KC," Chawinga said in the club's statement. "My KC community has been incredible. All the support, it feels like home here."
On the West Coast, Angel City sister duo of 20-year-old forward Alyssa and 19-year-old defender Gisele Thompson also put pen to paper, with the young LA-born stars committing to ACFC through 2028.
With European clubs drawing top players away from the US, there's never been a more important time for the NWSL to put its money where its mouth is when it comes to player development and on-field success.